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The importance of your website for your branding.

Regardless of the size and scope of your company, a website is on the frontline of your brand and marketing strategy. It is the single most important digital touch point of your organization. You have a short window to connect with your audience and deliver your message – we help optimize this important process.

We help reshape your story line and help forge deep and meaningful connections between your brand and customers through an memorable digital experience. Our agency helps create cutting edge interactive solutions, innovative user interfaces and immersive campaigns by upholding technical and creative excellence during the entire product life cycle.

We help create forward-thinking, unique digital experiences and brand identities that please the eye and transform your vision into an exciting digital experience. As a multidisciplinary and digital design studio, we liberate information from drawing boards and board meetings to reveal your vision and showcase your big ideas to your audience.

We add value by delivering every line of code and every pixel on the screen with care and integrity. We craft clear user experiences that invite readers to explore, learn and take action. We are purpose-driven and will help you scale through collaboration, understanding, storytelling and innovation. We highlight the singular, unified message of your organization in clear, concise terms to an audience that wants to learn and interact.

We tailor our efforts to your audience’s needs and your brand’s aspirations by delivering the right content in the right place to the right demographics. We channel our clients’ voices and values by creating compelling narratives and make complex information accessible.

By combining design, branding and an understanding of business, we provide multidimensional, flexible web services that will strive to replace the usual client/customer relationship with a genuine partnership. We help to evolve your idea’s value and scale through collaboration, understanding, storytelling and innovation. With attention to detail, we will exceed your benchmarks and targets and put forward an actionable game plan that will showcase pixel-perfect layouts, stylish typefaces and immersive designs.

We create exciting digital experiences and unique visual identities that will please the eyes and connect the hearts of brands to the hearts of the consumers. We design high-end digital experiences: websites, mobile apps, installations and more. We meet the most challenging projects by pooling our resources together. We specialize in creating integrated, holistic digital experiences in multi-platform environments:

  • Robust backend and eye catching interface development
  • Mobile responsive and cross platform compatibility
  • Complete user flows and wire frames that are interactive and clickable

The Rank Squad will leave no stone unturned when developing and design your digital project, Design is about utilizing a website’s real estate without compromising the message and the informational flow should be fluid. Our website projects are always interactive, collaborative and culturally relevant.

Posted by fidelityit

The website development and design process.

We expand your brand’s reach by creating a digital transformation in an optimal, intelligent and ROI-centric manner. We facilitate paradigm shifts through a systemized approach that is grounded in collaboration, technical proficiency, creative flair and optimization. All projects are unique but requires a sound strategy that allocates responsibilities and resources, from start to launch to post-launch support.

  1. Discover

All projects are different but have one underlying common factor – they require a deep understanding about who you are and what you want to achieve. Before the first line of code is written, we get to know your branding culture, what goals you want to achieve and what milestones you want to reach. These specifications form the basis of our requirement analysis and must be quantifiable, detailed and relevant in meeting user expectations. We create your unique profile, which we use as a point of reference throughout the web development and design life cycle. We help gather information and create a road map that will drive us forward.

  • Define the project and target goals
  • Preliminary research and brainstorming – personas of users, conceptualizing, information architecture, wireframe and mockups
  • Create content inventory – digital resources and assets
  • Set project milestones and deadlines
  • Collect digital assets – images, content and fonts
  1. Design

We aim to create digital masterpieces. We use the profile that we have created for you and fine tune it by making it modern, informative and memorable. We create wire frames, diagrams, design concepts and mock ups – which will help you visualize the design elements and select the best fit for your brand. Once you have selected your desired design, we will then start bringing your vision to life through code – from server-side scripting to interface styling. We will work with you throughout all stages of the life cycle and make revisions based on your feedback.

  • Selecting color scheme, typography and design elements
  • Designing logo and artwork – sliders, headers, hero images, animations
  • User accepted testing (UAT), we test the final product in user environments
  1. Development

Development is where the creative vision is converted into reality. This phase is also the most time consuming, where code is written simply and cleanly. In our production environment, The Rank Squad will test and verify the code across multiple platforms, ensuring compatibly with all of the major browsers and devices. We ensure the feature-rich nature and interactivity of your website is verified successfully through UAT. We ensure that the content is clear and free of spelling and grammatical errors. Our UAT environments consists of in-house and real users that will evaluate all aspects of your website, from function to design, before it goes live.

  • Choose a development framework/CMS
  • Build the database structure that will support content inflow
  • Plug and verify the client’s content in the CMS
  • Ensure performance benchmarks are being met
  • Harden security features
  • Markup and schema
  1. Deliver

The website is launched. Before it goes live, we will run the website through a final set of tests – which consists of tools such as code validators, speed tests, broken-link checks etc. This will ensure that all feedback from all users are evaluated and implemented. We provide post-launch support and can incorporate requested changes after the website has been launched.

  • Comprehensive UAT
  • Migrating the website from development server to live server
  • Final content proofreading
  • Training the client on how to use the back-end and provide documentation/instructions
  1. Website Maintenance and Support

The most integral part of a post-launch strategy is to ensure that once the website has been launched that the collaboration and relationship does not end. The Rank Squad ensures that the integrity of your website is always upheld. We continue to be fully invested in your website post-launch.

We believe that you are good at what you do and should focus on running your business. The reality is that most people do not have the time or technical resources to deal with the day-to-day maintenance of a website. That is where The Rank Squad comes in – we manage and maintain your website to ensure it runs smoothly and efficiently. Websites constantly require support and maintenance: from scripting issues, patching, updating databases, checking system health and vulnerabilities, ensuring optimal compatibility and performance, firewall monitoring and virus protection.

  • Providing technical support and troubleshooting
  • Providing and implementing content updates
  • Performing website optimization through A/B testing
  • Proactive measures to monitor health of website
  • 24/7 remote monitoring and repair of back-end
  • Implement upgrades and performance improvements
  • Support applications during beta testing
  • Ticketing system to handle and track incoming and real-time issues
  • Bug fixing and problem reporting


Through an automated and smart system, we can repair the site immediately if new patches, updates or code remediation needs to be deployed. The Rank Squad can can gather information and implement systems that learn “on the go” to optimize performance and minimize issues. We setup secure and hardened portals and have support channels in case of remediation.

We give life to and transform pixel-rich design to interactive, responsive websites using a diverse, empowering Content Management Systems (CMS) that keeps you ahead of the curve.

Posted by fidelityit

The different website platforms out there.

Development on Diverse Platforms
We respond to different audiences and industries by leveraging powerful platforms to strengthen the style and function of websites, from the inside out. With across the board skills, we create agile frameworks and eye catching design that will exceed with your expectations. With state of the art infrastructure and user-centered design, we shorten time to market and help your website standout amongst the online noise and clutter.

WordPress is the most popular content management system (CMS) and is the preferred choice of framework, representing over a quarter of all websites on the Internet. From project scoping to management, our team fuses creative spontaneity and inherent technical control to bring about an inspiring visual interface that enhances business value. We keep users entertained and engaged.

Shopify is the latest craze and with good reason – if you want to monetize online. We can develop and design a customized and creative online storefront for the emerging digital economy. Through collaborative efforts, we can deliver end-to-end e-Commerce solutions.


Discover ⇒ Design ⇒ Develop ⇒ Deliver

Posted by fidelityit

How to improve page speed of your website.

Increase Page Speed
The page loading time of your website is critical for search engine rankings and greatly affects the experience of users. Slow loading websites are the number one reason users press the back button. There are several contributing factors that determine your website’s speed and we will optimize all of these elements to ensure fast load times.

Compress and Minify Files
We have a minimalist approach to coding. We make sure that the resource heavy size of your CSS, HTML and JavaScript files are minified. We aggregated and concatenate files to make them lightweight and optimal.

Image Optimization
We only believe in using high quality images but they can slowdown your website. We balance these two competing factors by making images lossless, which is the process of preserving the high quality nature of images while ensuring they do not require the same resources.

Server Time Response
Server response time is how long it takes for a web server to respond to a browser’s request, which greatly affects the page speed of your website. The server response times are affected by a multitude of factors, including your website’s host, resource usage, server software and the inflow of traffic to your website. We minimize server response times by upwards of 350%.

Content Distribution Network (CDN)
A content delivery network (CDN) is a system of servers that are distributed across the globe, which deliver web-based resources to users at their closest geographic points. We have access to CDNs that are strategically placed around the world that will ensure that users are receiving their data from close proximity networks.

Pixel-perfect layouts, stylish typefaces and immersive designs that captivates your audience.

Posted by fidelityit

How to connect with your audience with digital products.

In today’s fast-evolving digital world, your audience is in a state of transience. It is hard to keep people in one place as they shuttle across different platforms – change is the only constant. Consumers are leveraging the latest-and-greatest in order to keep ahead of the curve and gain the full-experience. What keeps people engaged to the experience is how fast it is, how well it works and the real-time gratification. In order to distinguish yourself from your competitors, your brand must be digitally disruptive in your niche and and you must make your audience feel like they are part of something special. Customers love memorable experiences and we help create the unforgettable.

Listening is important. We learn about your goals, vision and what motivates you. We uncover key insights about the market, competition and opportunities.

As we gather all of the pertinent information, we use these insights to guide our strategies. They form the basis for the blueprint moving forward.

The launch is an exciting time. It all comes together when we launch your digital product. We ensure that all benchmarks are met and no stones are left unturned.

Numbers tell us an important story. We focus on important KPIs to ensure that you are reaching important targets. We make necessary adjustments as we use real-time data.

Support after a launch is often neglected. We provide post-launch support to ensure that you are getting the right ROI, even after a product has come to market.


Creative Thinkers and Digital Makers

We are a production studio that is passionate about moving the needle. As brand evangelists, we will spread your personality, voice and message to prospect-rich digital environments. We achieve this by creating a common-sense, values-based narrative that makes sense and connects with your audience. The starting point is to research, strategize and create interactive experiences that are immersive and captivate your audience. Our creative energies are geared to building beautiful digital experiences by utilizing cutting-edge technology that tries to solve problems. We are on the front-lines of your digital presentation.

We are not trying to change the world – we are just trying to change, revitalize and renew perceptions about your brand. The Rank Squad is a team of creative thinkers and digital makers. We design with today’s audience in mind and always stay fresh, so that the fast-changing world does not outpace you. We are digital enthusiasts who empower forward-thinking brands with powerful creative minds and data-driven technologies. We help launch and define new eras for brands who need to break out of their traditional modes by infusing a new vision. We bring breakthroughs. Whether you want to expand to gain new market shares, increase traffic or improve design, we have unique solutions that are tailor-made to your needs.

Branding is about building user experiences that are authentic and make an impact. We help deliver interactive solutions so that you can actively keep your audience engaged. We help shape an easy-to-understand narrative that can draw in the right in-market prospects and delight your customers. At every point and turn, we will help you create value so that your customers are engaged. We connect with users and put forward an understandable narrative that aligns with the mindset of customers and gives them the information that they need. The Rank Squad is a team of social listeners who always keep our ears open and listen to the grapevine. We want to enrich your communication lines by providing the right resources to an information-hungry audience. Our creative agency is able to share your perspectives and listen to the views of others. We solve communication problems in an articulate and intelligent manner, across all media platforms.

We supercharge your campaign by uniting your vision and our insights. We brainstorm and weigh different strategies by explore multichannel campaigns that will help increase conversions and qualified traffic through brand development.

With the goal of converting in-market prospects, we deliver stylistic masterpieces that improve user experience while delivering your branding message to your target audience. We aim to delight prospects and consumers at every turn.

After delivering your product, we are proactively engaged with your creative pipelines to ensure it’s at peak capacity. Beyond maintenance and management, we are funneling resources in R&D and ensuring KPIs are being met. We keep you ahead of the curve, even when you’re not looking.

The Buyer’s Journey

◆ Awareness Stage

The prospect familiarizes themselves with your brand. There is a seed being planted in the mind of the prospect of your ability to solve a potential problem.

◆ Learning Stage

The prospect detects the problem. They are looking for potential solutions and they have found your product/services.

◆ Comparing Stage

The prospect becomes more confident in their research. They look to compare the solutions that are out there.

◆ Buying Stage

The prospect converts into a customer when they decide to make a purchase

Buyer's Journey

Posted by fidelityit

The different types of traditional and print marketing.

While companies have shifted more towards digital marketing, the importance of traditional marketing still remains. We produce and manage marketing materials, such as print media, which is still widely effective in kick-starting creative campaigns. We combine traditional and digital marketing strategies to connect with new prospects and make inroads with emerging markets.

Flyers are used to inform consumers by combining information and graphical elements to persuade your audience with a call-to-action. This is usually used for a one-time event such as sale or promotion. You can deliver a clear, simplified message and spice it up with eye-catching visuals. Flyers can guide your audience by providing specific information to help them take the next step.

Business Cards
Business cards are a vital part of any meeting. At the end or beginning of a face-to-face meeting, business cards should be exchanged. This is a transaction that will never go out of style. A business card will be the first impression someone has about your company. Business cards provide a glimpse into your company and is a starting point of contact that can potentially result in a long term business relationship.

Brochures are an integral component of any print marketing campaign. They are short and succinct, which is a great opportunity to give user’s the right information about your services. Brochures allow customers to access information easily by allowing you to communicate only the most important points. We will design brochures that are visually appealing as well as informative. The information will be structured so that it is easy to navigate. We help build clean and modern brochures that help you get the right information across to the end user.

The age of the internet has empowered today’s customers, by providing them with unlimited options, especially when it comes to choosing who they want to do business with. It is important to outline why they should choose your company – a proposal is the best way to win them over. A beautifully designed proposal – where all of the information, pricing and solutions are laid out – is the final step in winning their signature. It is the final and best chance to make a strong impression. A proposal should communicate that you are the best option.

Invoices are often overlooked but are very important. A well-designed invoice should be clear, easily navigable and transmits an aura of professionalism. It is important when clients are paying you, they feel like satisfied about the overall experience. A professional invoice is the icing on the cake and is the last memory they have of your business so you want to make them a lasting impression.

Logo Design
Logos are on the frontline of your company’s overall brand identity. They are visually the focal point by by which consumers gain insights about your brand. The use of the right colours, typefaces and styling can establish your branding message. Logos, in a nutshell, provide essential information about your company. It is imperative to have a distinct and memorable logo, which transmits and sends the right signals to prospects to invest in your brand.

Posted by fidelityit

What is content marketing?

Content is the currency of the Internet. Content serves three functions for your audience: it informs them, it entertains them and provides them with an opportunity. These are all very important reasons why content is the single most important feature of your inbound marketing strategy. It advocates on your behalf and has the ability to persuade prospects and customers alike through a unified, simple message.

Before you are able to win over and create brand evangelists, we become your biggest advocates and share our enthusiasm about your brand through creative content marketing. Our content stylists craft a true, honest narrative about your brand. We create a desired, authentic brand identity that will differentiate you from others and give customers a native experience that is true to who you are.

Content marketing, at its core, is an effective outreach campaign. Content marketing is the means by which you introduce your brand to your intended audience and accelerates lead flow. An effective campaign is when you are able to tell your story. Your story should convey your mission and vision in a way that connects with your audience. We will diversify your lead generation through simple and authentic storytelling that leaves a memorable impression. Good stories stir up emotions and result in meaningful connections. With fine-tune and hone your story, and deliver it to the world.

We build trust between you and your audience to let them know you understand their challenges and have the right solutions. We help raise awareness about your brand and increase web presence. The Rank Squad builds new levels of brand advocacy through content marketing. We create and deliver a marketing road map that is interactive and has engaging content at all stages of the buyer’s journey.

We simplify your marketing message and streamline your content to give a clear, concise image of who you are and where you’re headed. We aim to close the gap between art and science, reason and emotions and help you build a direct bridge to your target audience. The Rank Squad provides your users a native experience. Through integrated content marketing services, our creative thinkers and makers will help cut through the digital noise and help you stand out.

What is Content Marketing? Content marketing is a marketing strategy where you create and distribute high-value and engaging content that will help convert prospects into paying customers.

The Content Marketing Process

We perform a qualitative analysis of your content that will uncover the gaps that exist in your story. We see what’s missing and complete your story.

In addition to publishing fresh content, we also repurpose your content. We distribute digital assets across diverse channels that will unify your branding message.

We deliver the right content at the right time. We ensure that you are meeting your customer at important checkpoints across their journey.

Content governance is a set of guidelines that determines the when, where, why and how of content publishing and creation. We make sure that these guidelines are achieved at every stage.

We create, manage and safeguard content

At The Rank Squad, we help create a sound content marketing strategy that will not only draw in your target audience but is designed for search engines. At the core, we are not only here to meet benchmarks – we want your brand to benefit the end user, by creating a long-term and meaningful relationship.

Our marketing team will help you throughout the entire content marketing spectrum – from branded content, strategic narratives and eye catching visuals. We build a smart road map that emphasizes interactive storytelling and gives life to your cornerstone content. With our team of marketers and graphic designers, our content marketing services will help you achieve the following goals:

◌ We leverage content marketing to promote your brand image and build your online presence.
◌ We use content marketing to increase your visibility in search engines (Google, Bing and Yahoo!) and give your audience what they want at different stages of the buyer’s journey.
◌ We use content to transform visitors into brand evangelists, who are passionate about what you do and help spread the word about your company.

Posted by fidelityit

The stages of content marketing.

Content Audit
We analyze your content with your goals and readers in mind. Our content strategists and information architects will qualitatively assess your content to ensure it communicates key messages and is easy to understand.
◍ Identify and close loopholes in your story and unify your message to deliver consistency and authenticity.
◍ Tone is specific to your core audience i.e. consumer-facing content should be straight-forward and technical content should convey expertise.
◍ Delivering to the right audience on the right platform and using the right brand voice at the right time.

Content Creation
Going beyond captivating copy-writing and periodic publishing, we re-purpose content around strategies that help inform, entertain and convert prospects. We help build online reputation, create brand loyalty and generate leads.
◍ A rich content mix that focuses on solving problems for customers with journey-based marketing in mind.
◍ Create online loyalty by creating a fresh stream of content that is purposeful and focused on problem solving.
◍ Differentiate your brand that will make you an industry leader through innovative content pieces and increasing social shares.

Content Strategy
There is a lot of digital noise and informational clutter on the Internet – we organize and simplify your content. We identify your business goals and have content marketing serve these specific objectives while enhancing the user experience.
◍ We heighten your reach and reputation by focusing on content that solves problems and drives leads through your entire content lifecycle.
◍ We plan an editorial calendar where content is published on a periodic basis to the right audience at the right time.
◍ We organize digital content with a taxonomy-based approach to filter and manage digital assets.


At the cornerstone of sound content marketing is a comprehensive content audit – we will locate and collect your content assets. Our team will perform a qualitative analysis of your digital content that will uncover the gaps that currently exist in your storyline. We fix what is broken and will not try to recreate the wheel. We help create and manage your content through the entire content life cycle by delivering creative content at the right time to the right audience in the right voice.
● We create a content inventory by collecting and recording all of your existing content in a database. We use this data, not only as a point of reference, but as a way to compile your assets and build on them.
● We start chiseling and refining your existing content to make it fresh and reassess the authenticity and truthfulness of it vis-à-vis the current state of your business.
● We ask important questions like is the pitch of your content being expressed in the right tone. We make sure that it is.
● We look at the navigational structure of your content to see if it is correctly organized. We find the missing pieces and bring your fragmented content together and make it whole.
● We cut out the content repetition and redundancies and keep the user engaged by providing new value-added information.
● We make sure that your content is search engine-ready by ensuring that the titling, coding and meta-tagging are optimal.

When it comes to powerful and purposeful content, there are a lot of different components. Content creation goes beyond just digital publishing in a periodic manner, such as blog postings. Content needs to be purposed around your strategies and objectives. We repurpose your content and distribute your content assets across digital and diverse channels that will unify your branding message. It is better to have your content assets travelling down the same road and in one voice. We take your information flow and ensure that it is synced with customer expectations.
● We combine search engine optimization, inbound marketing and behavioural analysis to deliver high-impact strategies.
● We are passionate about content – we offer and deliver content in an exciting and focused manner that keeps your readers engaged.
● We eliminate unnecessary content – we do not write content to try to meet quotas. We create content marketing to engage the reader and meet them at different points along their buyer’s journey.
● We create remarkable and dedicated copy-writing services that will draw your audience in. We constantly communicate with them and prompt a two-way conversation, while keeping your objectives in mind.
● We create diversified content streams like emails, promotional materials, articles, blogging, press releases, videos, newsletters and white papers.

We make sure that you are meeting your customer at important checkpoints across their journey. If you fail to deliver at important stages of the buyer’s journey, you can miss out on important opportunities to convert them into customers. Most content is just digital noise – we offer different types of content and strategize around them. We inform your audience to specific information about our product, about your competitive advantages and what distinguishes you from the competition. We help give each line of copy a purpose.
● We assess and analyze the current content assets being used. We then reassess the information flow on the publishing channels that you are currently leveraging to tell your brand’s story.
● We create and re-purpose your content assets to serve your audience throughout their journey.
● We transmit your stories across paid and unpaid media channels (i.e. Google Adwords, Social Media). Through an open and transparent dialogue, we build authority by encouraging and promoting engagement and help build an online community.

In order to extend your content and make an impact on diverse digital platforms, from social media channels to on-page sources, you need content governance. Content governance is a set of guidelines that determines the when, where, why and how of content publishing and creating. Content governance is a broad strategy that intends for you to share the value of your branding information through content engagement. The Rank Squad helps you allocate your resources to yield the highest value for your prospects and customers. Before a single pixel is shown or a word is published, it must fit within a content governance framework. A content governance program is a precondition for successful content marketing. We will help govern your content in three ways:
● We will help you reach out and get direct access to your audience through social media.
● We will diversify your content portfolio by increasing consumer engagement. We will have an open door policy that will allow different members of your organization to contribute their expertise and add their voice to the content stream – this will diversify your content make-up.
● We will introduce broad, across-the-spectrum questions like “why is this content relevant and important?” Behind every published post, we will make sure that it is purposeful and fits into your content ecosystem.

Posted by fidelityit

The Content Marketing Process and Lifecycle

The content lifecycle consists of:
● Researching and Planning
● Developing and Creating
● Managing and Sustaining
● Preserving and Fine-Tuning
● Evaluating and Rethinking

Businesses often struggle to manage their information and are unable to connect to their prospective clients because they fail to deliver the right information to the intended user. Most businesses are overflowing with content but do not use the content effectively. They forget the golden rule – the business process and content lifecycle converge. These two processes must reinforce and reaffirm one another.

1. Research and Planning
During this initial stage, your business objectives need to align with your content strategy. All aspects of content marketing – from content governance to content auditing – needs to be centered around these objectives. Giving a simplified, understandable message to your audience allows you to connect with them. Your message should express and focus on your raison d’être on both the organizational and marketing levels. Our researching and planning efforts begin from this starting point.
In this researching and planning stage, we will thoroughly analyze your business goals and ensure they are synchronized with your current content inventory. At this point, we will set some quantitative and qualitative benchmarks, so we know where are and where we need to be, We will design your content architecture and use various content platforms to publish different content types: we will setup a blog which will be used to inform your audience; we will focus on creating content-heavy marketing campaigns to persuade; and publish whitepapers that will establish your brand as an authoritative leader in your industry. This is achieved under the umbrella of aligning your business goals with your content management strategy.

2. Developing and Creating
Content needs to be interesting and engaging. Capturing, acquiring and collecting all of your content is tedious work and needs to be automated and systemized in order for it to be meaningful. We will help categorize the vast amounts of content by implementing metadata, which allows you to manage all of the incoming and outgoing content.
We will integrate high-powered metadata that will ensure that you will have access to a full, 360-degree view of your content. This growing repository of content will allow you to organize the content into logical groupings. You will be able to search this content, categorize it and specify the platform where the content will be published.

3. Managing and Sustaining
At this stage, we will house and deposit all of your content into a repository – a centralized, managed system that allows us to collect all of your content assets under one umbrella. We will put them under the microscope, recommend changes and help create a flow-out system where organic content can naturally flow from your content creators. We will be able to review all of the content and ensure that it is clear, accurate and fits in strategically to what needs to be accomplished. Our system will allow for content publishing to be seamless and focused on aligning both business and marketing objectives.
We can deploy and distribute the content to the audience using diverse social and publishing channels. Content will be tailored to the user – on where they are in the buyer’s journey. It will be individualized for the needs of that specific buyer, we can also pinpoint their location and transform the content to reflect the values, expectations (i.e. what specific information they want at any stage of the buyer’s journey) and the language of the user. The management will be seamless, automated and the variables can easily be manipulated to produce desired results. By aligning you content with your business objectives, you can attract leads and super-charge your inbound marketing campaign.

4. Preserving and Finetuning
Through automation and seamless management, our system can help protect you from incremental content asset loss. We can safeguard your content to ensure that you get the full marketing mileage out of each of your content campaigns. We can create backup regiments to ensure that all of your content is archived. This will allow us to rubber-stamp and meta-tag each content with specific information, like creation dates and category. With this advanced system we can also designate archaic content or content that no longer serves your business objectives. We aim to maximize the lifespan of each campaign and ensure that it is optimized to generate leads and serve consumers at different points of the buyer’s journey. Content that is deemed no longer useful, can be modified and changed to make it relevant and important.

5. Evaluating
Once we get to this point, we can evaluate and audit the true value of your content strategy and ensure that everything is up to date. If it is found to be outdated, we can rethink strategy and implement a new inflow of content that better serves your business objectives. When it comes to inbound marketing, especially from a content-oriented perspective, it is important to always modernize your marketing message to reflect the current trends and mood of the consumer without losing the core of what you are trying to accomplish.

At this stage we go back to the planning and researching phase and see if we have met the quantified goals that we had set to see if it was successful and how we can improve. At this stage we can begin to look into newer tools that will help optimize your content campaign. It is important to know that readjusting strategy is a very natural part of your content management strategy. The most important goals should be to serve your marketing and business objectives while providing value to the end user. Strategies can be redefined until there is a clear cut one that can increase leads and qualified traffic.

Posted by fidelityit

Building content around the Buyer’s Journey

At the center of a successful content and inbound marketing campaign, is connecting with customers at the right time and place. Each buyer has a journey and for them to know you are speaking and listening to them, at each point, is critical. The starting point in a buyer’s journey is to recognize that there is a problem or need, which needs to be addressed – this is called the awareness stage. The buyer is becoming interested and is gathering information at this point and is exploring options on how to solve the problem at hand. At this point, you need to make the necessary resources (i.e. educational materials) available to the buyer, in order to provide the necessary solution to their problem. Your content should be geared to and focused on the pain points of the prospect. If you attempt to oversell your product, this may turn them off and they will go elsewhere. The information that you provide should be neutral and unbiased.

The next step is called the consideration stage. The buyer at this point, is better informed about their problems and they are able to pinpoint the issues. The buyer will intensify their search and start comparing options, weighing the pros and cons of each vendor. As the prospect begins to self-identify, you can write more specific and technical content as they are more informed.

The decision stage is the final stage. This is where you convert consumers from prospects to buyers by specifying your solution and highlighting the superiority of your product and services. In this stage the buyers wants to choose the best solutions for their problems. The buyers will shortlist the vendors to 1 or 2 choices – buyers do this by looking at a criteria they have set for themselves, such as the expertise level of the vendor, the price point in which the vendor is selling their service/product, and the “wow factor” of the brand.

The goal for the marketer should be to build trust at each stage of the buyer’s journey with relevant content. As an inbound marketer and content creator, you must create tailor-made content at each stage of the buyer’s persona. Once you build trust and engaging content with prospects, there is a high probability that you have converted them into a paying customer.

In our creative map, The Rank Squad will define and document the details. We map your buyer’s journey across different touch points. The following chart demonstrates the unique content that accommodates the process at each stage:

AWARENESS Should I buy a new phone “Best Smartphones of 2016” Blog article
CONSIDERATION What is the best smartphone to buy “The complete guide to buying smartphones in 2016.” Blog article
DECISION Buy Samsung Galaxy s7 online “The Samsung Galaxy s7 Review” Blog article

Stage Keyword Search Content Ideas
AWARENESS Should I buy a new phone “Best Smartphones of 2016”
CONSIDERATION What is the best smartphone to buy “The complete guide to buying smartphones in 2016.”
DECISION Buy Samsung Galaxy s7 online “The Samsung Galaxy s7 Review”

We connect brands to target audiences through cutting-edge insights and authentic content.
Through the entire content marketing lifecycle, The Rank Squad are there to develop, deliver and strategize.
• We deliver relevant, informative and fresh content.
• We track your buyer’s journey and serve them content along the way.
• We see what is trending and what prospects are looking for and deliver accordingly.

• We develop content scheduling and timetables – consistency is key so you can meet and exceed consumer expectations.
• We deliver the right content (i.e. eBook, video, blog post, etc.) at the right time – where they are on their buyer’s journey.
• We use content to boost and showcase your branding culture.

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